Scope of project

Brand Strategy
Identity System
Messaging
Merchandising
Attire
Interior / Stands
Packaging
Photography
Videography
Print
UX / UI
Ecommerce
Web
Copywriting

Related Services

Neuro Strategy
Neuro Identity
Neuro Web

Year of development

1
2020

Industry

Food

Challenge

The Brand needed to reposition itself in the market, re-gain the reputation they used to have between the 1990s and early 2000s, and be able to increase sales, improve pricing and brand recognition, specially in the new generation of customers (Millennials and Centennials) without disturbing the current clients perception and affecting its 100 years of recognition in their marketplace.


The main problem they had was that the brand perception was old and looked cheap because of the lack of consistency between product packaging and its aged aesthetic. All of that was making the clients perceive the products more expensive than its competition and it was not the case.

Solution

Modernize the brand embracing the Flat Design long lasting trend that has revolutionized most of the last rebrandings of the highly positionate fortune 500 companies by simplifying their logo, brand guidelines, packaging, website, etc. and integrate the whole aesthetic into one of a kind.

Result

They have two main families of cheese products, the mature and the fresh cheese. For the mature cheese we created an aesthetic with gold and blue colors to highlight its high end and handcrafted development. The fresh cheese has a similar aesthetic but with yellow and blue colors so it shows that it is younger than the other ones and with a more affordable price. In both cases the idea was to showcase the product with a more attractive and finer appeal, highlighting the deliciousness of the cheese but maintaining the same market price to improve its competitiveness.

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Outcome

After six months of launching the new brand into the retail shelves, the product sales increased 24% comparing it to the same period of time in the year before.


Moreover, the brand was highly recognized and celebrated by the dairy Colombian industry and is conquering the new generations of customers with its modern aesthetic and brand messaging.

Just a year after its launch the largest dairy company in Colombia Alquería sought the impact of their new positioning and branding and decided to acquire the brand. Now Del Vecchio can reach all Colombian territory, enlarge their production capabilities, create hundreds of new jobs and hopefully stay in the market for another 100 years!

A responsible, judicious work and under the alignment of the strategic planning that we designed. What a great result, my congratulations and regards"

Javier Cárdenas

General Manager

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